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7. We’re going up against spirits’ Miller Fortune seeks to stop Lite rot
As mainstream Miller Lite sales continued to flag, Miller Coors said in January that it hoped super premium golden lager Miller Fortune (6.9% ABV and presented in an embossed black bottle) could stop the rot.
Andy England, Miller Coors EVP and chief marketing officer, told analysts: “Everything we do on Miller Fortune is very much aimed at spirits occasions, and it’s very much positioned to go up against spirits.
“That means it needs to be priced higher, and you can certainly expect us to be priced higher than premium, and that’s obviously going to vary on a market-by-market basis.”